Are Your Satisfied Customers Raving Fans?
In our last post, we talked about the first secret to building a solid customer service plan and how to decide what your vision is.
Today, we’ll talk about the second secret in transforming your satisfied customers to raving fans. To do so, you must know what your customers want. If you know who your customers are, you will know better how to serve them. Demographics are really important here. For instance, an upper-class woman in her 30’s is going to have completely different expectations than a working class man in his 50’s.
There are four main areas you need to consider and plan when determining what your customers want:
- Listen to Your Customers
- Ask Your Customers Sincerely
- Offer More than Just a Product/Service
- Know When to Ignore Them
These are all important when deciding what your customers want out of their evaluation, shopping, customer onboarding, ongoing marketing outreach, and service experience with your company.
Listen to Your Customers
You need to listen to both what they say and what they don’t say. Customers may say they want one thing and really mean something else. For example, if you customers are begging for lower prices, you may find out their real priority is quick delivery.
Also, listen to your “silent” customers. These are the customers that don’t bother to complain because the service is so awful they’ve just given up and don’t even feel like their voice matters. They feel unwanted and when a competitor shows up, they’ll be gone before you know it.
Lastly, you need to listen to customers who only reply with “fine”. These customers are similar to the “silent” customers in that they are so used to poor customer service they only give a monotone response.
Ask Your Customers Sincerely
If you aren’t sincere when you ask their opinion, they are going to see right through you. You may be thinking, “What about the customers who aren’t saying anything?” You need to ask them sincere questions that get them thinking about their experiences. Make them feel like you really care, and you should!
Offer More than Just a Product/Service
Your customers are looking for much more than a simple product or service. Rather, they are looking for an end-to-end customer experience that makes them feel good. They gauge every step of the marketing, sales, and service process with a value. When you take this into consideration and treat them like people, they will feel like they belong.
Know When to Ignore Them
You may think this goes beyond providing good customer service, but in reality you can’t give them everything and there are some prospects and customers that you will never make happy. You have to set limits and stick to them.
If your vision and company don’t meet the needs of the customer, they really are best suited somewhere else. This may be tough for you to accept when you are in start-up mode and aggressively trying to grow your business, but the more mature organizations successfully scale by only working with their ideal customer profile. They don’t waste time trying to please everyone. Though your intentions may be good, it’s just not possible and practical. Instead, go all out and consistently over-deliver to your current customer base and distinct target market. That’s much more sustainable and will give you far more peace of mind and much less headaches along your growth trajectory and customer journey.
These are the steps and tricks to figuring out what your customers want and how you can use them to formulate, refine, and solidify your customer service vision and plan.
If you get stuck, be sure to leverage our business breakthrough expertise and business elevation coaching services. Let us help you through the process to improve not just your client service, but also your entire customer experience.